Designing a Comparative Human Resource Management Model in the Face of Convergence/Divergence Challenges: An Exploratory Mixed-Method Approach
Keywords:
Innovative advertising, Customer value, Qarz-ol-Hasaneh Mehr Bank of Iran, Data-driven theoryAbstract
The objective of this study was to design an innovative advertising model aimed at enhancing customer equity in Qarz-Ol-Hasaneh Mehr Bank of Iran by identifying the dimensions, conditions, strategies, and outcomes of innovative advertising based on empirical data and expert perspectives. This applied qualitative study was conducted using grounded theory based on the systematic approach of Strauss and Corbin. The research population included academic experts, advertising specialists, and bank managers. Purposive and snowball sampling methods were used, and data collection continued until theoretical saturation was achieved. Data were collected through semi-structured interviews with 12 experts. Data analysis was conducted through three stages: open coding, axial coding, and selective coding. To enhance credibility and reliability, strategies such as member checking, triangulation, expert validation, and inter-coder agreement were employed. The findings revealed that “innovative advertising” emerged as the core category resulting from dynamic interactions among causal conditions, contextual conditions, strategies, and outcomes. Key causal conditions included targeted and data-driven advertising, direct customer interaction, innovation in banking services, and superior customer experience. Contextual conditions included technological infrastructure, customer relationship management, data analytics, value-based branding, and information security management. The primary strategies included ethical commitment, transparency, social responsibility, and continuous improvement of advertising processes. The outcomes of implementing the model included increased customer satisfaction, enhanced trust, improved customer experience, strengthened brand equity, greater customer loyalty, and enhanced customer equity. The results also indicated that innovative advertising enhances customer equity indirectly through mechanisms such as trust-building and improved customer experience. The results demonstrated that innovative advertising in Qarz-Ol-Hasaneh Mehr Bank of Iran functions as a strategic and value-driven mechanism that plays a critical role in enhancing customer equity. Innovative advertising extends beyond communication functions and serves as a value creation system that strengthens customer trust, loyalty, and long-term relationships through ethical alignment, technological integration, and meaningful customer engagement.
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